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@ESKIMON • THE RISE OF MESSENGERS1
THE RISE OF MESSENGERS
WHY TALK IS CHEAP, BUT CONVERSATIONS HAVE VALUE
SIMON KEMP • • FEBRUARY 2017
EP. 001
INSPIRING
MARKETING
@ESKIMON • THE RISE OF MESSENGERS2
SIMON KEMP
@ESKIMON
@ESKIMON • THE RISE OF MESSENGERS3
@ESKIMON • THE RISE OF MESSENGERS4
DATA IN MY ONGOING SERIES OF DIGITAL REPORTS
REVEAL CRITICAL CHANGES IN DIGITAL BEHAVIOUR
5
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
GLOBAL DIGITAL SNAPSHOTJAN
2017 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS
7.476 3.773 2.789 4.917 2.549
54% 50% 37% 66% 34%
6
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
SINCE JAN 2016 SINCE JAN 2016 SINCE FEB 2016 SINCE JAN 2016
JAN
2017
ANNUAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY
AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING;
EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT.
+10% +21% +5% +30%
+354 MILLION +482 MILLION +222 MILLION +581 MILLION
7
ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN
2017 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS
SOURCES: WE ARE SOCIAL ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2017.
*NOTE: PLATFORMS IDENTIFIED BY AN ASTERISK (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE OUT OF DATE AND LESS RELIABLE.
**NOTE: SNAPCHAT DOES NOT PUBLISH MONTHLY ACTIVE USER DATA. THE FIGURE USED HERE WAS REPORTED BY BUSINESS INSIDER IN JUNE 2016, BASED ON DAILY ACTIVE USERS.
SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
DATA CORRECT TO:
27 JANUARY 2017
1,871
1,000
1,000
1,000
877
846
632
600
550
317
300
300
300
297
217
150
122
106
100
100
100
90
49
FACEBOOK
FB MESSENGER
WHATSAPP
YOUTUBE
QQ
WECHAT
QZONE
INSTAGRAM
TUMBLR*
TWITTER
BAIDU TIEBA*
SKYPE
SNAPCHAT**
SINA WEIBO
LINE
PINTEREST
YY
LINKEDIN
BBM*
TELEGRAM
VIBER*
VKONTAKTE
KAKAOTALK
@ESKIMON • THE RISE OF MESSENGERS8
BIT.LY/GD2017YBBIT.LY/GD2017GO
DOWNLOAD THESE GLOBAL DIGITAL REPORTS FOR FREE:
@ESKIMON • THE RISE OF MESSENGERS9
BUT WHAT DOES ALL
THIS DATA TELL US?
@ESKIMON • THE RISE OF MESSENGERS10
THIS YEAR, MORE MESSAGES WILL BE SENT
VIA MOBILE MESSENGERS THAN VIA EMAIL
• SOURCE: JUNIPER RESEARCH
@ESKIMON • THE RISE OF MESSENGERS11
MOBILE MESSENGERS HAVE ALREADY
OVERTAKEN SOCIAL NETWORKS, AND
ARE NOW THE WORLD’S MOST ACTIVE
FORM OF ONLINE SOCIAL INTERACTION
@ESKIMON • THE RISE OF MESSENGERS12
BUT WHY ARE CHAT APPS SO POPULAR?
CONVERSATIONS FLOW
MORE NORMALLY
NO ANNOYING
INTERRUPTIONS
MORE
NATURAL
FEWER
ADVERTS
LESS DEMANDING
ON DATA PLANS
CHEAPER
TO USE
NO NEED TO POST
REGULAR UPDATES
LESS
PRESSURE
@ESKIMON • THE RISE OF MESSENGERS13
THIS SHIFT TO MOBILE MESSENGERS HAS
SERIOUS IMPLICATIONS FOR MARKETERS
@ESKIMON • THE RISE OF MESSENGERS14
MOBILE MESSENGERS CHANGE THE RULES OF SOCIAL
NO WAY FOR BRANDS TO
TRACK OR JOIN PEOPLE’S
SOCIAL DISCUSSIONS
FEW OPPORTUNITIES
FOR BRANDS TO
INSERT THEMSELVES
PRIVATE
CONVERSATIONS
HARDER TO
ADVERTISE
LIKES AND FOLLOWERS
MATTER FAR LESS THAN
ORGANIC WORD-OF-MOUTH
NEW METRICS
OF SUCCESS
@ESKIMON • THE RISE OF MESSENGERS15
CRITICALLY, A ‘BOOSTED CONTENT’ APPROACH
WON’T WORK IN A MESSENGER-CENTRIC MODEL
@ESKIMON • THE RISE OF MESSENGERS16
WE CAN’T JUST BUY OUR WAY INTO PEOPLE’S FEEDS
(YET); WE NEED TO EARN THEIR ATTENTION INSTEAD
@ESKIMON • THE RISE OF MESSENGERS17
HOW?
@ESKIMON • THE RISE OF MESSENGERS18
WE NEED TO USE ALL OF OUR MARKETING
ACTIVITIES TO ADD VALUE TO PEOPLE’S LIVES
@ESKIMON • THE RISE OF MESSENGERS19
WE MUST USE EVERY ELEMENT OF THE MARKETING MIX
TO ADD VALUE AND INSPIRE ORGANIC CONVERSATION
@ESKIMON • THE RISE OF MESSENGERS20
PRODUCTS
CUSTOMER SERVICE
POSACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
@ESKIMON • THE RISE OF MESSENGERS21
TREAT SOCIAL MEDIA ENGAGEMENT AS
THE OUTCOME OF GREAT MARKETING,
NOT AS JUST ANOTHER VANITY METRIC
TO BE BOUGHT FROM MEDIA OWNERS.
@ESKIMON • THE RISE OF MESSENGERS22
KEY TIP
@ESKIMON • THE RISE OF MESSENGERS23
DON’T JUST THINK ABOUT CREATING AND DELIVERING
CONTENT; AIM TO INSPIRE VALUABLE CONVERSATIONS
@ESKIMON • THE RISE OF MESSENGERS24
@ESKIMON
@ESKIMON • THE RISE OF MESSENGERS25
@ESKIMON • THE RISE OF MESSENGERS26
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
INSPIRING MARKETING
KEPIOS.COM

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Inspiring Marketing Episode 1: The Rise of Messengers

  • 1. @ESKIMON • THE RISE OF MESSENGERS1 THE RISE OF MESSENGERS WHY TALK IS CHEAP, BUT CONVERSATIONS HAVE VALUE SIMON KEMP • • FEBRUARY 2017 EP. 001 INSPIRING MARKETING
  • 2. @ESKIMON • THE RISE OF MESSENGERS2 SIMON KEMP @ESKIMON
  • 3. @ESKIMON • THE RISE OF MESSENGERS3
  • 4. @ESKIMON • THE RISE OF MESSENGERS4 DATA IN MY ONGOING SERIES OF DIGITAL REPORTS REVEAL CRITICAL CHANGES IN DIGITAL BEHAVIOUR
  • 5. 5 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS BILLION BILLION BILLION BILLION BILLION URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. GLOBAL DIGITAL SNAPSHOTJAN 2017 KEY STATISTICAL INDICATORS FOR THE WORLD’S INTERNET, MOBILE, AND SOCIAL MEDIA USERS 7.476 3.773 2.789 4.917 2.549 54% 50% 37% 66% 34%
  • 6. 6 INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS SINCE JAN 2016 SINCE JAN 2016 SINCE FEB 2016 SINCE JAN 2016 JAN 2017 ANNUAL GROWTHYEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. COMPARISONS TO WE ARE SOCIAL’S “DIGITAL IN 2016” REPORT. +10% +21% +5% +30% +354 MILLION +482 MILLION +222 MILLION +581 MILLION
  • 7. 7 ACTIVE USERS OF KEY GLOBAL SOCIAL PLATFORMSJAN 2017 BASED ON THE MOST RECENTLY PUBLISHED MONTHLY ACTIVE USER ACCOUNTS FOR EACH PLATFORM, IN MILLIONS SOURCES: WE ARE SOCIAL ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA; ALL AS OF JANUARY 2017. *NOTE: PLATFORMS IDENTIFIED BY AN ASTERISK (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE OUT OF DATE AND LESS RELIABLE. **NOTE: SNAPCHAT DOES NOT PUBLISH MONTHLY ACTIVE USER DATA. THE FIGURE USED HERE WAS REPORTED BY BUSINESS INSIDER IN JUNE 2016, BASED ON DAILY ACTIVE USERS. SOCIAL NETWORK MESSENGER / CHAT APP / VOIP DATA CORRECT TO: 27 JANUARY 2017 1,871 1,000 1,000 1,000 877 846 632 600 550 317 300 300 300 297 217 150 122 106 100 100 100 90 49 FACEBOOK FB MESSENGER WHATSAPP YOUTUBE QQ WECHAT QZONE INSTAGRAM TUMBLR* TWITTER BAIDU TIEBA* SKYPE SNAPCHAT** SINA WEIBO LINE PINTEREST YY LINKEDIN BBM* TELEGRAM VIBER* VKONTAKTE KAKAOTALK
  • 8. @ESKIMON • THE RISE OF MESSENGERS8 BIT.LY/GD2017YBBIT.LY/GD2017GO DOWNLOAD THESE GLOBAL DIGITAL REPORTS FOR FREE:
  • 9. @ESKIMON • THE RISE OF MESSENGERS9 BUT WHAT DOES ALL THIS DATA TELL US?
  • 10. @ESKIMON • THE RISE OF MESSENGERS10 THIS YEAR, MORE MESSAGES WILL BE SENT VIA MOBILE MESSENGERS THAN VIA EMAIL • SOURCE: JUNIPER RESEARCH
  • 11. @ESKIMON • THE RISE OF MESSENGERS11 MOBILE MESSENGERS HAVE ALREADY OVERTAKEN SOCIAL NETWORKS, AND ARE NOW THE WORLD’S MOST ACTIVE FORM OF ONLINE SOCIAL INTERACTION
  • 12. @ESKIMON • THE RISE OF MESSENGERS12 BUT WHY ARE CHAT APPS SO POPULAR? CONVERSATIONS FLOW MORE NORMALLY NO ANNOYING INTERRUPTIONS MORE NATURAL FEWER ADVERTS LESS DEMANDING ON DATA PLANS CHEAPER TO USE NO NEED TO POST REGULAR UPDATES LESS PRESSURE
  • 13. @ESKIMON • THE RISE OF MESSENGERS13 THIS SHIFT TO MOBILE MESSENGERS HAS SERIOUS IMPLICATIONS FOR MARKETERS
  • 14. @ESKIMON • THE RISE OF MESSENGERS14 MOBILE MESSENGERS CHANGE THE RULES OF SOCIAL NO WAY FOR BRANDS TO TRACK OR JOIN PEOPLE’S SOCIAL DISCUSSIONS FEW OPPORTUNITIES FOR BRANDS TO INSERT THEMSELVES PRIVATE CONVERSATIONS HARDER TO ADVERTISE LIKES AND FOLLOWERS MATTER FAR LESS THAN ORGANIC WORD-OF-MOUTH NEW METRICS OF SUCCESS
  • 15. @ESKIMON • THE RISE OF MESSENGERS15 CRITICALLY, A ‘BOOSTED CONTENT’ APPROACH WON’T WORK IN A MESSENGER-CENTRIC MODEL
  • 16. @ESKIMON • THE RISE OF MESSENGERS16 WE CAN’T JUST BUY OUR WAY INTO PEOPLE’S FEEDS (YET); WE NEED TO EARN THEIR ATTENTION INSTEAD
  • 17. @ESKIMON • THE RISE OF MESSENGERS17 HOW?
  • 18. @ESKIMON • THE RISE OF MESSENGERS18 WE NEED TO USE ALL OF OUR MARKETING ACTIVITIES TO ADD VALUE TO PEOPLE’S LIVES
  • 19. @ESKIMON • THE RISE OF MESSENGERS19 WE MUST USE EVERY ELEMENT OF THE MARKETING MIX TO ADD VALUE AND INSPIRE ORGANIC CONVERSATION
  • 20. @ESKIMON • THE RISE OF MESSENGERS20 PRODUCTS CUSTOMER SERVICE POSACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  • 21. @ESKIMON • THE RISE OF MESSENGERS21 TREAT SOCIAL MEDIA ENGAGEMENT AS THE OUTCOME OF GREAT MARKETING, NOT AS JUST ANOTHER VANITY METRIC TO BE BOUGHT FROM MEDIA OWNERS.
  • 22. @ESKIMON • THE RISE OF MESSENGERS22 KEY TIP
  • 23. @ESKIMON • THE RISE OF MESSENGERS23 DON’T JUST THINK ABOUT CREATING AND DELIVERING CONTENT; AIM TO INSPIRE VALUABLE CONVERSATIONS
  • 24. @ESKIMON • THE RISE OF MESSENGERS24 @ESKIMON
  • 25. @ESKIMON • THE RISE OF MESSENGERS25
  • 26. @ESKIMON • THE RISE OF MESSENGERS26 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM INSPIRING MARKETING KEPIOS.COM